HR-branding in the personnel management system of the modern company

This article is devoted to determination of the HR- branding place in the personnel management system of the modern company. A brief overview of the theoretical approaches to understanding the essence of the HR-brand and HR-branding has been made. Authors offer the definition of these concepts, permitting to take into account the role and place of all employees, technologies and projects used in personnel management. The role of HR-branding in ensuring overall success and the company’s efficiency has been determined.